DAU/MAU formula
DAU/MAU = average daily active users ÷ monthly active users × 100
Use the average DAU over the same month as the MAU. The ratio says what share of your monthly users show up on a typical day; multiplied by 30, it is roughly the number of days a month the average user is active.
Example
An app has 60,000 monthly active users and on average 12,000 daily active users: DAU/MAU is 20%, so the average user opens it about 6 days a month.
How to read it
What counts as good depends on what the app is for. Messaging and social apps are built for daily use; a travel or tax app can be very successful with a low ratio. Track the trend: a falling ratio with stable MAU means people still have the app but use it less. Look at it together with retention and session length. More in the glossary: DAU/MAU.